How’s your call to action?
When it comes to advertising on Facebook and Instagram, your campaign’s success will be influenced by the actionable phrase you use to not only drive traffic to your offers, deals, and discounts but also your conversions.
Creating a compelling call to action is a copywriting skill that you can learn. So, grab a pencil and a pad of paper and let’s dive into a little lesson about how to write a call to action as well as some real examples getting results online.
- In this post, you’re going to learn a few copywriting tricks to write actionable headlines for your Facebook and Instagram ads.
- Also, you’ll get to see examples of powerful Facebook and Instagram call to actions used by top brands so you can find inspiration when creating your own.
What is a Call to Action?
A call to action, or CTA, is a phrase thrown around in the digital marketing world which inspires a person reading it to take a specific action.
You’ve probably seen a lot of call to actions in your lifetime. They’re the small sentences, buttons, and links that lead to a sale.
When you’re promoting your services and products online, having killer ad copy makes a significant improvement for your sales, sign-ups, and subscriptions. Call to actions are meant to persuade a person reading or watching it perform a specific task — purchase your product, sign up for a newsletter, book an appointment, or click through to a landing page.
You may not always “close to deal” and make a sale with your call to action, but you will be moving more people in the direction by encouraging them to take action.
Always Use a Strong Call to Action
You are probably very familiar with the common call to action phrases used online. These are the typical go-to phrases used at the end of videos and found at the bottom of the ad copy.
How familiar do these sound:
- Click here
- Sign up
- Buy now
- Learn more
If you are spending time and money on your advertising strategy, you are focused on creating a message that builds excitement for your product or service. You might think that using one of these short and blunt CTAs would do the trick.
Remember, the main purpose of a call to action is to: (1) tell people what they should do; and (2) give them the motivation to do it.
The call to action examples to saw above cover (1) perfectly but they fail to motivate someone to click or perform the action you want them to take. If you don’t cover why they should “Click” “Sign up” “Subscribe” “Buy now” or “Learn more” you won’t get the conversions rates you want and need.
Your content is the best place to answer questions and concerns people may have. It’s where you address the specific needs of your buyers or target audience by giving them the information that convinces them to take action.
So, how can you do that?
How to Write a Killer Call to Action
Let’s look at some copywriting tips that you can easily apply to improve your advertising efforts on Facebook and Instagram.
Your CTA has to be strong, clear, and concise. When you’re writing ad copy, you’ll only have a few words to create a message, promote your product or service, and direct attention to a specific action.
Actionable verbs tell your audience exactly what they need to do, such as, download, click, sign up, buy, order, and so on. Tell your audience exactly what you want them to do quickly and briefly.
(Don’t forget, these words are perfect for actionable buttons but they should also be included in other areas, such as the description section of your Instagram ad or throughout your Facebook video ads.)
Tip #2: Give motivation to click
Always include a value proposition or unique selling point (USP). In other words, what’s in it for them?
Your USP is going to be an influential part of acquiring new leads and generating more sales. It’s a great way to generate more clicks when you promote your offers.
Examples of this could include a discount for your product or getting something for free (i.e. shipping).
Tip #3: Be creative
In a moment, you’ll see some incredible call to actions being used by popular brands. Before you do, don’t be afraid to be creative with your writing.
You should already know which call to actions drive the most engagement to your business, however, mix it up. Keep your ad copy fresh and exciting and see which new words create more traffic to your offers.
|Instead of…||Try something like…|
|Buy today!||Buy today before everything’s gone!|
|Subscribe now||Subscribe before your competitors do|
|Call us for more information||Don’t be shy! We’re just a phone call away!|
Call to Action Examples
To really understand the key to a good call to action, sometimes learning from others is the best place to find inspiration.
Let’s look at some of the best call to action examples.
#1 – Iterable
Here’s a great example of giving value to an audience
Iterable gives their audience a good reason to download their report: learn from the top 100 e-commerce marketers. They also give a quick description of what’s inside their report (i.e. email strategies).
Using copy like this gives people who see it a convincing reason to download the book while in exchange for an email. This is a great tactic for increasing conversions for your email list which you can use for your email marketing strategies.
#2 – Neil Patel
Neil Patel’s ad tackles the problem head-on
Neil Patel is an online entrepreneur with a number of different successful companies. As you browse through the copy in this ad, you can see a few powerful elements used.
First, the content in the description covers the “why you should sign up” by addressing problems faced by their audience: low traffic and low conversions.
Second, he uses a compelling value proposition. When you sign up for the webinar, you also get a free 23-step framework.
Third, the message makes it clear what you’re going to get out of the webinar. You’ll become a master at customer acquisition.
Try writing some of your Facebook Ads like this and measure the results.
#3 – E-Gmat
The call to action used in e-GMAT’s Facebook Ad is a brilliant way to overcome the limited CTA word choice found on the ad itself (i.e. Learn More).
You can see, the ad focuses on the problems their audience experience: getting a low score. In this ad, they use a real example with a specific score to connect with their audience.
Try writing your next call to action like this. If e-GMAT can do it, so can you!
#4 – Udemy
Emphasize your deals and discounts
Udemy offers online courses and has ads running quite frequently for discounted courses. This ad makes the call to action enticing because of the 50% which is emphasized in the description and shown in large font on the image.
#5 – Design Pickle
Connect the message to the action
DesignPickle uses all different kinds of ads to attract new subscribers to their business. This ad example gives a great example of how to connect your business message with your call to action.
#6 – The New York Times
Make small adjustments to the standard CTA
The New York Times uses some of the shortest, simplest text for their Instagram Ad call to actions. Their image emphasizes how much you have to pay for their subscription, a single buck.
Best of all, they use the same CTA as the Instagram button and add just a little more emphasis on “and save”.
#7 – Freeletics
Try new ways to write your call to actions
Here’s an example of using a strong call to action in an Instagram Video Ad. Freeletics turns the standard “Start Now” CTA into a more relevant CTA related to their service “Start Training Now”.
Also, take a look at the phrases you leading up to the app download CTA. They use short descriptive text to connect with their target audience: “Get Fit” and “Achieve Your Resolution”.
(This as was obviously released shortly after January 1st.)
Looking for a better way to convert your audience? Start a conversion focused journey — we can help you take them there.